"Like or Rely? Korelasi Content Likeability dan Content Credibility terhadap Consumer Acceptance pada Advertising Product Placement

Technological growth in the era of globalization is increasing, not only technology increasingly sophisticated, but culture also easily spread. The Korean wave emerged Southeast Asia 2000s covering several cultural contents such as music (K-pop), fashion (K- fashion), and television (K-drama) which are related to each other. Endless Drama Vincenzo a drama that features product or has placement, namely Kopiko candy, one companies from Indonesia trying implement an advertising strategy. research objective was determine relationship between content likeability credibility with Kopiko's placement. This study uses Laswell's communication theory, cultivation theory well likeability, method used quantitative by distributing questionnaires 100 respondents. In this study, validity reliability tests were carried out test for analyzing respondent data, using linear regression see variables. results concluded can be selling points shown through film places placement able influence viewers who like films dramas Vincenzo.